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Unit 1:
Talking With Your
Customer
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What are your goals?
Note to Instructor: If you have permission, use Stand Out 4,
pp. 4-5 for this activity.
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My Goals and Dreams
Part A. Instructions: Write your own personal and employment goals.
Example:
I will become an architect and become a partner in a firm.
I will buy a house for my family.
Goal 1:
___________________________________________________
Goal 2:
___________________________________________________
Goal 3:
___________________________________________________
Goal 4:
___________________________________________________
Goal 5:
___________________________________________________
Part B. Instructions: Now, write about some of your dreams.
Example:
I would like to design and build my own home.
I would like to have three children someday.
Dream 1:
___________________________________________________
Dream 2:
___________________________________________________
Dream 3:
___________________________________________________
Dream 4:
___________________________________________________
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Find Someone Who....
Part A. Instructions: Walk around the room and ask questions of your classmates to
find out if they meet the descriptions below. When you find someone who answers,
“Yes, I would” to your question, write that person’s name in the blank.
Example:
Find someone who...
would like an evening work shift.
Q: “Would you like an evening work shift?”
A: “Yes, I would.” or “No, I wouldn’t.”
Find someone who...
1. would like to buy a house
______________________
2. would like to move to another country
______________________
3. would like to be a sales associate at Macy’s
______________________
4. would like to work an early morning shift
______________________
5. would like to work as a bank teller
______________________
6. would like to speak more clearly
______________________
7. would like to get a college degree
______________________
8. would like to write a book
______________________
9. would like to leave class early today
______________________
10. would like to manage a Starbucks
______________________
Part B. Instructions: Choose one thing from the list above that you would like to
do, and one thing that you wouldn’t like to do. Write your statements and reasons on
the lines below.
Example:
I would like to manage a Starbucks because I love coffee!
I wouldn’t like to buy a house because it is too expensive here.
___________________________________________________________
___________________________________________________________
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Greeting the Customer 1
Instructions: Listen to the tape. You will hear a sales associate greeting the customer.
Is the greeting appropriate or inappropriate? If it is inappropriate, write why you think
so.
Appropriate or
Inappropriate?
1
2
3
4
5
6
Why?
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Greeting the Customer 2
1. Hi. What do you _______________?
2. Good ____________ ma’am. How can I help you _____________?
3. Hi – Can I help you ____________?
4. ____________ _______________, sir. _____________ I help you?
5. Good morning. Can I help you? We have some very nice shirts on sale today. I think
this red color would really suit you. I’m guessing you take a medium? And some pants
to match? Wait. Wait. Don’t go away!
6. Hi, ________________________________?
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Syllables and Stress: Assessment
Instructions: Fill in the blanks according to your teacher’s instructions.
Word
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Number of
Syllables
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Speaking Clearly
Instructions: Take turns reading the sentences below with your partner. Try to
clearly pronounce the ends of the words. Also, pay attention to the syllables and stress
in the sentences, pronouncing the schwa sound when necessary.
She wants to buy a yellow dress.
He is looking for some sports socks.
She wants to buy a gift for her mother.
Miss Parker would like a large coffee.
We are sold out of size 11.
I want to buy a flat screen T.V.
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Greeting the Customer Role Play
Peer Evaluation
Instructions: Read the following lists of appropriate behavior for the Sales Associate
in the Greeting the Customer role play. Then, watch your classmates perform the role
play. Use the lists to guide your comments and suggestions. You do not need to
write your comments.
Sales Associate
It is appropriate to:
It is inappropriate to:
Smile
Stand too close to the customer
Be polite and friendly
Touch the customer
Be professional
Speak unclearly, too fast, or too
quietly
Speak clearly
Be pushy
Greet the customer promptly
Chew gum, eat, or drink
Make eye contact
Acknowledge everybody in the
shopping party
Say things that are too
personal, casual, or rude
Other?
Other?
____________________
_____________________
What did the sales associate do well?
What could the sales associate improve?
What did the customer do well?
What could the customer improve?
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Determine a Customer’s Needs
Part A - Instructions: Read the article below. Do not use a dictionary the first time
you read it. Try to use the context to discover the meanings of new words.
When a person walks into a store, she enters with a desire – conscious or subconscious
– to purchase what that store is selling. Shoppers want to buy. Your job as a sales
associate is to ensure that customers’ needs are satisfied – to help them complete the
buying process. Once you’ve established a friendly connection with a customer, your
next challenge is to determine exactly what the customer needs – both goods and
services. Many customers know exactly what they want. Others may have only a
general idea. Some have nothing specific in mind, only the hope of finding something
that will satisfy their desire to buy. The ultimate goal for you is the same for all these
cases: to satisfy the customer.
Even if you are assisting a shopper who has already found exactly what he was looking
for, you can make a positive impression by taking care of unspoken needs. For example,
you can ring up the sale promptly. You may also be able to provide product care advice,
a product booklet, directions to the next department the customer is looking for, etc.
But mostly, these customers will appreciate immediate attention and efficient service.
You can become skillful at anticipating customer needs by gathering information about
the customer in two ways: first, through careful observation; and second, by asking
thoughtful questions.
Knowing the questions to ask...
Customers may tell you what they want, but they will not always tell you why. If you ask
the right questions, you can find out their buying motive, and thus improve your
chances of satisfying customers and making sales. Ask searching questions to determine
what the customer likes and needs. Then use your imagination. The customer
searching for a baby gift may not know what types of gifts are appropriate. You can ask
questions about the baby – age, whether it’s a boy or girl – and then make helpful
suggestions about clothing, nursery furnishings, books, or toys.
The customer looking for a DVD player may be attracted by such features as ease of use
or low price. Help the customer decide by helping him narrow his focus. Most
importantly, ask question that encourage conversation. Questions beginning with who,
what, where, when, how, and why will open doors. Yes/no questions might close them.
Questions that open doors...
Who are you shopping for?
Who told you about our store?
What brings you into the store today?
What is the special occasion?
Where have you seen one before?
Where will it be used?
When is the special occasion?
When did you decide you wanted one?
How did you hear about us?
Why do you like that specific brand?
Article adapted from Retailing Smarts, Workbook 1: Get to Know Your Customer, pp. 32-33
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Name ________________________
Determine a Customer’s Needs
Part B - Instructions: Using your own words, answer these questions about the
article on the previous page.
1. According to the article (first paragraph), what is the sales associate’s most important
goal?
____________________________________________________________
2. In the second paragraph, underline the words positive impression. What do you
think it means to make a positive impression?
____________________________________________________________
3. How can you make a positive impression on the customer? What are examples?
____________________________________________________________
4. In the third paragraph, underline the word anticipating. What do you think it means
to anticipate a customer’s needs?
____________________________________________________________
5. According to the article, what are two ways to get information about customer needs?
____________________________________________________________
6. In the fourth paragraph, underline the words buying motive. What is another way to
say buying motive in English? What does it mean?
____________________________________________________________
7. What are the best kinds of questions to use to determine a customer’s needs? Why
are these questions so useful?
_______________________________________________________
Writing Practice: On the back of this paper, write a one-paragraph summary of the
article that you read.
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What are his interests?
Part A. Instructions: Listen to the tape. Answer the questions. You do not need to
write complete sentences.
1. The customer is buying a gift. Who is it for?
_________________________________________________
2. What is the special occasion?
_________________________________________________
3. How old is he?
_________________________________________________
4. What are his interests?
_________________________________________________
Part B. Instructions: Listen to the tape again. The sales associate asks four
questions before she suggests a product to the customer. Write the questions that you
hear.
1. Good morning, ______________________________________________?
2. Oh, okay. Are you ____________________________________________?
3. I see. _____________________________________________________?
4. And what are his ________________________?
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Find Someone Who...
Instructions: Walk around the room and ask questions of your classmates to find out
if they meet the descriptions below. When you find someone who answers “Yes” to your
question, write that person’s name in the blank. Be careful to form your questions
correctly!
Example:
Find someone who...
...prefers to work during the evening.
Question: Do you prefer to work during the evening?
Find someone who...
1. grocery-shops on Sunday night.
______________________
2. has lived in the U.S. for fewer than two years.
______________________
3. buys wholesale items sometimes.
______________________
4. has worked as a sales associate before.
______________________
5. has had his/her own business in the past.
______________________
6. works part-time now.
______________________
7. eats breakfast every day.
______________________
8. wants to work in a bank.
______________________
9. knows how to type.
______________________
10. has already written a resume.
______________________
11. uses e-mail at least once a week.
______________________
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Be Observant
Instructions: Read the article below. Do not use a dictionary the first time you read
it. Try to use the context to discover the meanings of new words.
___________________________________________________________
Getting to know a customer begins with your first encounter. How customers respond
to your greeting may tell you if they are in a hurry, have a specific need, or have other
priorities. You can learn a lot about a customer by being observant. That is, by simply
watching for a moment. If he walks directly to a certain item without looking at other
things along the way, this customer probably knows exactly what he wants and would
appreciate quick, efficient service. If, on the other hand, a customer seems to be
browsing happily, your best approach will be to greet him, offer to serve him as soon as
he is ready, and give him some space to browse.
Other clues include:
• Constantly checks price tags. You might want to make sure this customer is
aware of any specials your store is having by mentioning, “All frames are 25 percent off
this week.”
• Scanning the area, looking above the merchandise rather than directly at
it. You should check if the person needs directions by saying, “You seem to be looking
for something – or someone – can I help you with directions?”
• Looking around for the store clock. You might say “If you are in a hurry, I’d be
happy to help you find something.”
• Difficulty deciding between similar items. You can ask questions that will help
you understand why the customer can’t decide; then offer additional information that
would be helpful such as “We have matching accessories for that line of towels but not
the other.”
• Focusing on specific items. Engage the customer in conversation that will help
you learn more about his interest in that item. You can ask open-ended questions to get
more information.
Article adapted from Retailing Smarts, Workbook 1: Get to Know Your Customer, pp. 27-28
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You Be the Detective
Instructions: Before you simply ask, “Can I help you?” observe customers’ actions for
clues to their needs and desires. Read the following clues and then pick a response from
the box below that might help you get more than, “No, I’m just looking,” from the
customer. Write the letter for the response next to the customer clue.
Customer Clue
1. The customer is picking up every object in a
display. He is comparing the items to each other.
________
2. A man is browsing and picking up items that
are probably for a woman.
________
3. The customer walks to one display, looks at it briefly,
and then begins to leave the store.
________
4. The customer keeps picking up and then putting down the
same item. She seems unable to make a decision.
________
5. The customer walks in with a shopping bag from your store,
walks to a display and begins looking for
something.
________
6. The customer gets a shopping cart, pulls out a shopping
list and begins going up and down each aisle slowly.
________
Sales Associate Responses
A. “I’m sorry you didn’t find what you were looking for...perhaps I can help?”
B. “We just got those in – aren’t they lovely?”
C. “Can I help you with a return or exchange?”
D. “Looks like you are considering a gift – is there a special occasion?”
E. “Let me know if you need help finding anything.”
F. “You seem undecided...have you used that product before?”
From Retailing Smarts, Workbook 1: Get to Know Your Customer, pp. 27-28
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What do you prefer?
1.
Customer:
I don’t like this dress. It makes me look to old.
Sales Associate:
What _______________ of dress do you prefer?
2.
Customer:
This coat doesn’t suit me. I hate green.
Sales Associate:
What _______________ are you looking for?
3.
Customer:
These T-shirts are no good for my sons – they will get stained very
easily!
Sales Associate:
What _____________ do you like?
4.
Customer:
I don’t think this washing machine is big enough for my family.
Sales Associate:
What ____________ washing machine are you looking for?
5.
Customer:
I need to order some ice cream for my party, but I don’t like
chocolate.
Sales Associate:
What ____________ do you prefer?
style
material
color
size
flavor
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Open-Ended Questions Grid
What kind of ____X_____
What style of ____X_____
do you like?
What color ____X_____
do you prefer?
What size ____X_____
are you looking for?
appeals to you?
What fabric
What material
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Opening Doors with Open-Ended Questions
Instructions: Compare the examples of dead-end and open-ended questions. Then,
turn the last few examples of dead-end questions into open-ended questions.
DEAD-END
Can I help you?
OPEN-ENDED
How can I help you?
Do you like red or green?
What color do you prefer?
Is that the brand you want?
Why do you prefer that brand?
Is this for you, or is it a gift?
For whom are you shopping?
Did you want a full skirt?
Which style skirt do you like?
Do you want a remote control?
What features are important to you?
Is it for a special occasion?
What’s the special occasion?
Looking for anything special?
What are you looking for?
Did you see our coupon specials?
Do you like 100 percent cotton?
Have you read this author before?
Is this all for you today?
Adapted from Retailing Smarts, Workbook 1: Get to Know Your Customer, p. 34
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Practice with Open-Ended Questions
Instructions: You are the sales associate. Write the open-ended question you might
ask the customer in each scenario, below. Remember to begin the question with who,
what, when, where, why, which, or how.
1. You see a woman looking at a display of toys and games, trying to decide which toy to
buy. You are thinking that she probably has a particular child in mind.
____________________________________________________________
2. You work in a bakery and see that a customer is considering which cake to buy. You
would like to know more about what he has planned so that you can recommend the
best cake for that occasion.
____________________________________________________________
3. You work in an electronics store and a customer is looking for a particular device for
her computer, but she is not sure what it is called.
____________________________________________________________
4. You work in a restaurant, taking carry-out and catering orders by phone. You are
speaking to a customer on the phone who is having trouble deciding how many
sandwiches he should order for his office party. It would help if you knew the number of
people who will be at the party.
____________________________________________________________
5. You work in a clothing store. A teenagers comes into shop for a pair of blue jeans.
You have many different brands of blue jeans, but you don’t have the particular brand
that he wants.
____________________________________________________________
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Observing the Customer: Role Plays
1. You work in a department store. A customer comes in and you observe her looking
around. She doesn’t seem to be able to find what she is looking for. Help her with her
shopping.
(The customer is looking for glasses for the kitchen.)
2. You work in a women’s clothing store. A woman comes in fast and begins to look
around quickly. Help her to find what she wants.
(The customer is looking for a hat.)
3. You work in a grocery store. A customer comes in and looks like he needs help.
(He wants to buy some vegetables for a salad.)
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Observing the Customer
Role Play Peer Evaluation
Instructions: Read the following lists of appropriate behavior for the Sales Associate
in the Observing the Customer role play. Then, watch your classmates perform the role
play. Use the lists to guide your comments and suggestions. You do not need to
write your comments.
Sales Associate
It is appropriate to:
It is inappropriate to:
Smile
Stand too close to the customer
Be polite and friendly
Touch the customer
Be professional
Speak unclearly, too fast, or too
quietly
Speak clearly
Be pushy
Greet the customer promptly
Chew gum, eat, or drink
Make eye contact
Observe the customer’s
behavior in order to choose the
most appropriate questions.
Say things that are too
personal, casual, or rude
Use open-ended questions to
find out more information.
Use too many dead-end
questions.
____________________
_____________________
What did the sales associate do well?
What could the sales associate improve?
What did the customer do well?
What could the customer improve?
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Mystery Shopper 1
Instructions: Go to any retail store. Observe the sales associate interacting with a
customer OR pretend that you are a customer in the store, and talk to the sales
associate. Pay attention to how the sales associate greets the customer and what
questions he or she asks. Also, pay attention to the overall “customer service attitude” of
the sales associate. Afterwards, write about your experience below.
Name:
_______________________________
Store:
_______________________________
Date:
_______________________________
How did the sales associate greet the customer?
Describe the sales associate’s “customer service attitude”.
What questions did the sales associate ask?
What did the sales associate do well? What could he or she improve?
What would you do differently when you are a sales associate?